Web analysis, monitoring and optimization
Web analysis (also known as “reach measurement”) is used to evaluate the flow of visitors to our online offering and can include behavior, interests or demographic information about visitors, such as age or gender, as pseudonymous values. With the help of reach analysis, we can, for example, identify at what time our online offering or its functions or content are used most frequently or invite reuse. We can also understand which areas require optimization.
In addition to web analysis, we can also use test procedures to test and optimize different versions of our online offering or its components, for example.
Unless otherwise stated below, profiles, i.e. data summarized for a usage process, can be created for these purposes and information can be stored in a browser or in a device and read from it. The information collected includes in particular websites visited and elements used there as well as technical information such as the browser used, the computer system used and information on usage times. If users have given us or the providers of the services we use consent to the collection of their location data, location data can also be processed.
The users' IP addresses are also stored. However, we use an IP masking process (i.e. pseudonymization by shortening the IP address) to protect users. In general, no clear user data (such as email addresses or names) is stored as part of web analysis, A/B testing and optimization, but rather pseudonyms. This means that neither we nor the providers of the software used know the actual identity of the users, only the information stored in their profiles for the purposes of the respective processes.
Notes on legal bases: If we ask users for their consent to use third-party providers, the legal basis for processing data is consent. Otherwise, user data is processed on the basis of our legitimate interests (i.e. interest in efficient, economical and recipient-friendly services). In this context, we would also like to draw your attention to the information on the use of cookies in this data protection declaration.
- Types of data processed: Usage data (e.g. websites visited, interest in content, access times); meta/communication data (e.g. device information, IP addresses).
- Affected persons: Users (e.g. website visitors, users of online services).
- Purposes of processing: Reach measurement (e.g. access statistics, recognition of returning visitors); profiles with user-related information (creation of user profiles); tracking (e.g. interest/behavior-related profiling, use of cookies); provision of our online offer and user-friendliness.
- Security measures: IP masking (pseudonymization of the IP address).
- Legal basis: Consent (Art. 6 Para. 1 Clause 1 lit. a. GDPR); Legitimate interests (Art. 6 Para. 1 Clause 1 lit. f. GDPR).
Further information on processing processes, procedures and services:
- Google Analytics: web analysis, reach measurement and blocked protected protected blocked blocked; Service provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland, parent company: blocked blocked protected blocked protected protected blocked blocked blocked blocked blocked; Website: http://Please enter license key; Privacy policy: https://policies.google.com/privacy; Order processing agreement: http://Please enter license key; Standard contractual clauses (guaranteeing data protection level when processing in third countries): http://Please enter license key; Opt-out option: http://Please enter license key; Further information: http://Please enter license key.
- No collection of detailed location and device data (Google Analytics function): No detailed location and device data is collected (further information: https://support.google.com/analytics/answer/12017362).Presences in social networks (social media)
We maintain online presences within social networks and process user data in this context in order to communicate with the users active there or to offer information about us.
We would like to point out that user data may be processed outside the European Union. This may result in risks for users because it could, for example, make it more difficult to enforce users' rights.
Furthermore, user data within social networks is usually processed for market research and advertising purposes. For example, based on the user's behavior,
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